Starbucks Coffee Co has invested in a restaurant technology company Brightloom, which is focused on creating an end-to-end digital customer experience platform for the food service industry. With this investment, Starbucks will accelerate its offering of mobile ordering and payment options for improving customer convenience.
Under the investment, Starbucks will be granting Brightloom a software license to certain components of its proprietary digital flywheel software, including mobile ordering and payment, app personalization and its rewards program.
In addition to this, the coffee giant will take an equity stake in Brightloom and receive a seat on the company’s board of directors.
Kevin Johnson, Chief Executive Officer of Starbucks, said, “We’re delighted to partner with Brightloom and drive a broad innovation agenda that extends relevant customer experiences from brick-and-mortar to a digital-mobile customer connection.”
“At Starbucks, we have experienced first-hand the power that comes through digital customer connections that are relevant to the customer. The results we’ve seen in customer loyalty and frequency within our digital ecosystem speak for themselves, and we’re excited to apply these innovations toward an industry solution that elevates the customer experience across the restaurant industry,” Johnson added.
The restaurant tech firm will be combining its existing technology assets with Starbucks’ digital flywheel to create a cloud-based software solution that will connect customers to restaurant brands.
Adam Brotman, CEO of Brightloom and former Chief Digital Officer for Starbucks, stated, “The food service and restaurant industry is in the middle of a seismic shift. It’s no longer just optional to have a front-footed strategy when it comes to mobile ordering, delivery platforms, loyalty and personalized digital engagement. We are excited to partner with restaurant operators, big and small, to bring that strategy to life.”
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